The document provides details about a project to develop a 5-year marketing plan to enhance tourism on the Isle of Bute in Scotland. It outlines background information on Bute Island and its tourism industry. Primary and secondary research methods are proposed, including a survey of young adults in Glasgow to understand travel motivations and perceptions of Bute. A timeline is given for secondary research, survey design and distribution, data analysis, and developing recommendations to inform the marketing plan. The goal is to propose specific actions across the marketing mix to attract more tourists to Bute over 5 years.

1. Bute Island Alliance
Developing a 5-year marketing plan to enhance
tourist attractiveness for the Isle of Bute
GROUP 11
Supervisor: Dr Maria Karampela
Group Members: Jou-Yu Chen Peerapa Boonsongkit Filippo D’Arrico
Amber Aggarwal Yingying Zhang

2. A Scottish Charity established in 2016
Having concerns about population decline on Bute
"A better Bute is possible"
Helping collaboration and action across the Bute community
Four key stakeholders:
•Mount Stuart Trust
•Visit Bute
•Pavillion Project
•Argyll Islands Tourism Cooperative
Background of BIA

3. Background of Bute Island
Attractive landscape,
Natural environment
Close to Glasgow Historical Phenomenon
ex. Victorian heritage
Annual Festivals
Farming, Vegan Cheese
Various activities available

4. Overview of the project
■ Main goal: proposing a 5-year marketing plan
■ Objectives:
Providing specific operational marketing actions and recommendations for each
and every of the 7Ps
Setting SMART marketing objectives for the 5-year period
Conducting primary data collection and analysis
Synthesizing the insight from external and internal environmental factors
Undertaking an extensive and systematic analysis of external environmental
factors and internal environment
Reviewing literature on relevant academic theories

5. Theoretical Background

6. Travel Motivation
Key in understanding tourist motivation is to view vacation travel as
a vehicle to satisfy one’s need and wants
Crompton, J.L. (1979). Motivations for Pleasure Vacation. Annual of Tourism Research, pp. 408-424.
● Escape
● Relax
● Excitement
● Family
Togetherness
Scenic Beauty
Historical areas
Events
Beaches
Shopping

7. 4 Basics of travel motivators
developed from Maslow’s hierarchy of needs
1. Physical Motivators
a. Physical rest
2. Cultural Motivators
a. Desires to know about other
countries
3. Interpersonal Motivators
a. Desire to meet other
4. Status and Prestige Motivators
a.Ego needs and personal
development
Crompton, J.L. (1979). Motivations for Pleasure Vacation. Annual of Tourism Research, pp 408-424.

8. Mannell and Iso-Ahola Push and Pull factors (1987)
Escaping
Personal Environment
Seeking
Personal Rewards
Escaping
Interpersonal
Environment
Seeking
Interpersonal
Rewards
Woodside, A.G. and Martin, D. (2007). Tourism Management: Analysis, Behaviour, and Strategy. CABI, pp. 21-22.
self-determinations such as
exploration, relaxation.
positive impacts from
social interaction.

9. Plog’s allocentrism/psychocentrism model (1974)
Classification of travelers based on personality
● Phychocentrics –
prefer to visit “safe”
destination
● Midcentrics –
in the middle
● Allocantrics –
prefer variety and new
experience
Plog, S.C. (1987). Understanding psychographics in tourism research. A Handbook for Managers and Researchers, pp. 203-13.

10. Destination Branding
Destination Brand Equity
Destination Brand Awareness
Perceived Quality Destination Brand Association
Destination Brand Loyalty
● Pre-visit
● Post- visit
Azia, N., Kefallonitis, E., Freidman, B., (2012), Turkey as a Destination Brand: Perceptions of United States Visitors; American Journal of
Contemporary Research, 2(9), p 214.

11. Marketing Strategy
Long-term Short-term
Set company direction and decide in
which products/markets invest
To define how it is to create value to
customers
Dynamicity and flexibility to
meet the new challenges
Perform marketing activities
(7Ps) better than competition

12. Marketing Strategy: 3 Levels
Corporate level:
• Growth opportunities
Business level:
• Strategic Business Unit
(SBU) Strategy
SWOT analysis
Porter: Cost Focus
Differentiation
Cost Leadership
Differentiation
Focus
Functional level:
• Segmentation
• Targeting
• Positioning

13. Rational
Approach
Adaptive
Approach
+
Integrative
Approach
Strategic Planning
=Rational
Approach
Adaptive
Approach
● Evaluate all and select the best
strategy
● Logical, structured and
controlled
● Procedures, time tables,
documents
● Strategy emerge and adapt over time
● Monitor and adjust to the changing
circumstances
● Different people in the planning
process
● Test the strategy
Papke-Shields, Karen E., and Kathleen M. Boyer-Wright. "Strategic planning characteristics applied to project management." International
Journal of Project Management 35.2 (2017): 169-179.

14. Marketing Mix
Product Place Price Promotion People Process Physical
Environment
Proposing Tactical Marketing plan, in which applying 7p’s of marketing mix to help
determine a product or brand offerings, in this case what Isle of Bute has to offer to
people travelling there and how they can benefit from this.

15. Secondary Research

16. SWOTAnalysis
Strengths
• Close Location to Glasgow
• Cultural heritages & Historical phenomenon:
Victorian architecture/ Castles
• Safe and peaceful community
• Abundant natural resources:
Scenery/ Environments/ Beaches/ Seas
Weaknesses
• Limited tourism facilities:
Restaurants/ Entertainment/ Shops
• Limited routes of public transportation
• Limited tourist attractions in winter season
• Two times of charge for access the island:
Trains/cars + Ferry
Opportunities
• Political factors: Brexit
• Environmental factors:
1. Unpolluted natural environments
2. Suitable landscape for activities
• Socio-cultural factors:
1. Eco-tourism
2. Changes in tourism trends:
• Technological factors:
1. Obtaining more travelling motivations
2. Developing of E-commerce
• Economic factors:
1. Large number of local and international tourists
in Glasgow
2. Growth in ecotourism
Threats
• Political factors: Brexit
• Environmental factors: Unpredictable weather
• Socio-cultural factors: Outbreak of Swine Flu
• Technological factors: The fast growing of
technologies
• Economic factors:
1. Rothesay is run down
2. Brexit
• Legal factors:
1. Visa regime
2. Foreign investors legislation

17. Relationship between Glasgow and Bute
close distance (54 miles)
lack of natural environment in the city
opportunities for relaxing
◆ Visitors in Glasgow like to choose closer islands for
their travelling destinations (Goldmatrix, 2017).
◆ Take London and Brighton as a case study:

18. Competitors of Isle of Bute
based on Islands near Glasgow (About 2 hours)
Isle Of Arran
Anon,(2017). Available at: http://www.visitscotland.org/pdf/Ayrshire%20and%20Arran%20Regional%20Factsheet%20-
Visitor%20Survey%202012%20final_pptx%20[Read-Only].pdf
Common characteristics:
✦ An island
✦ Near Glasgow
✦ Similar landscapes
✦ Similar tourist activities
✦ People have to travel by car or train,
and Ferry to reach the island
Difference : Bute has Victorian heritages

19. Tourism industry in Scotland
Scotland the key facts on tourism in 2014 (2015) Available at:
http://www.visitscotland.org/pdf/2015%200729%20Tourism%20in%20Scotland%202014_Final%20draft.pdf
Volume of Tourism
Categories of spend by UK tourists

20. 65+ Seniors
• About 4.6 nights
• £ 221 per trip
• £48 per night
16-24 Young people
• About 3.5 nights
• £167 per trip
• £48 per night
Decrease in domestic tourism,
but expenditure has increased
Local Visitors in Scotland (2014/15)
Anon, (2017). [online] Available at: http://www.visitscotland.org/pdf/Senior%20Market%20Facts.pdf

22. Trends of domestic tourists in Scotland
「16-24 years old」
The highest growth of tourism
Increasing in their travel spending
Preference of visiting seaside
Obtaining travel motivations from social groups
Interested in Scottish traditional activities and
high adventure activities
Anon, (2017). [online] Available at: http://www.visitscotland.org/pdf/Senior%20Market%20Facts.pdf

23. Motivations of Scottish travellers
Scotland the key facts on tourism in 2014 (2015) Available at:
http://www.visitscotland.org/pdf/2015%200729%20Tourism%20in%20Scotland%202014_Final%20draft.pdf
General
Sightseeing
32%
Nature
Activities
27%
Historical Sites
21%
Just Relaxing
18%
Shopping
2%

24. International Visitors to Scotland (2014/15)
Anon, (2017). [online] Available at: http://www.visitscotland.org/pdf/Senior%20Market%20Facts.pdf
Economic downturn of international visitors,
but expenditure has increased

25. Motivations of International Travellers
Scottish culture
characteristic
ex. local festivals,
traditional customs
Scottish activities
ex. golf, traditional
ceilidh
Historical castles
and cathedrals
Scenery and
wildlife
TIS 10 events festivals (no date) Available at: http://www.visitscotland.org/pdf/TIS%2010%20events%20festivals.pdf

26. Primary Data Collection

27. Methodology
✦ Main Objective
◦ To propose a 5-year marketing plan
◦ To understand characteristics of target markets:
Travelling motivations/ Travelling behaviors/ New potential tourists (age/ position/
trends/ preferences, etc.)/ Preferred tourism activities/ Tourism information sources
◦ To decide a positioning strategy (USP)
✦ Methodology
◦ Quantitative Research
◦ Questionnaire shared through social media such as Facebook
✦ The data is collected by online research software, Qualtrics
✦ SPSS program is used to analyze the collected data based on project objectives.

28. Survey design
✦ The questionnaire design is considered based on ethical consideration
✦ Confidentiality
✦ Participant Consent
✦ Anonymity Assurance
Pre-screening
● Are you a UK resident in Glasgow?
● How old are you?
Demographics
● What is your gender?
● Please indicate your approximate monthly income before taxes.
Travel behaviours
● Who do you usually travel with?
● Do you use travel agents for planning your trip?
● What kind of tourist attractions you prefer to travel?
Travel motivations
● Factors that motivate you to travel
● Factors that affect your travel decision making
Isle of Bute questions
(CBBE and DBE are
applied)
● Have you ever heard about Isle of Bute Before?
● What is the reason that you want to visit Isle of Bute again?
● What is the reason that you don't want to visit Isle of Bute?
● If you plan to visit Isle of Bute, how long do you prefer to stay?
● Activities that you want to do on the Isle of Bute

29. Sampling
100-150 participants
• The Target:
-UK people in Glasgow
-Between 18 and 24 for both genders
• Methods of approaching:
Launching the survey on Glasgow young
people online communities

30. Project Timeline
Project Phase Key Milestones Due Date
Secondary Research &
Literature Review
Review & write up:
•Academic literature
•Internal & External Environment analysis
Methodology Decisions & write up:
•Research Design, Approach & Methods
Primary Research: Design Design & pre-testing of survey questionnaire
Interim presentation Preparing & presenting:
•General background information, Literature,
Secondary research insight, Proposed
methodology & Survey structure
In
process
Primary Research: Data collection Actual data collection of survey responses 31/03/2017
Findings and Analysis Analysis of collected data & interpretation 10/04/2017
Marketing Plan Recommendations Development of marketing recommendations based on findings 05/05/2017
Final Report Write-up of final report 09/05/2017

31. THANK YOU